Negative Customer Engagement and Brand Hate in Users of Extreme Snow-Sports Brands

Abstract

This chapter aims to understand the relationship between the concept of negative customer engagement and Brand Hate and is one of the first to analyse this relationship. In addition, it examines whether the negative emotions of frustration, stress, fear, boredom, and sadness mediate this relationship. This chapter contributes to the study of negative brand-consumer relationships, responding to the research need to contribute more knowledge to the negative valence of customer engagement and brand hate. This study uses structural equation modelling to analyse a unique context, 400 ski and snowboard athletes. The results show how negative customer engagement significantly influences brand hate, mediated by the emotions of frustration, stress and sadness, as opposed to what previous literature suggests.